Tourism Industry Banking on Ads

The drought that dried out much of Wisconsin this summer could dampen the colors of autumn's leaves.

But Wisconsin tourism officials are hoping a new ad campaign promoting fall tourism will keep visitors coming to state getaways.

Tourism Secretary Jim Holperin says the $500,000 television campaign in Chicago and Minneapolis is the first time the department has advertised fall travel on TV.

He says fall travel is growing more quickly than travel in other seasons.

But this year, the brilliant colors that appear just before the leaves fall could be a little dimmer.

The leaves change colors as the amount of daylight decreases. That usually happens as fall sets in and the days shorten.

But the drought could cause some starved leaves to drop off the trees before they change color.

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